The impact of operant resources on consumer value co-recovery in-role behavior and co-created value

par Georgios Skourtis

Thèse de doctorat en Sciences de gestion

Sous la direction de Jean-Marc Décaudin.

Thèses en préparation à Toulouse 1 , dans le cadre de École Doctorale Sciences de Gestion TSM (Toulouse) , en partenariat avec TSM Research (Toulouse) (laboratoire) depuis le 26-09-2013 .

  • Titre traduit

    La co-création de valeur dans le rétablissement de la relation de service

  • Résumé

    La service- dominant logic (S-D logic) est une approche qui montre l'importance de créer le marketing avec les consommateurs (orienté-processus) et non vers les consommateurs (orienté-output). En outre, la S-D logic souligne l'importance des ressources opérantes (immatérielles, par exemple les compétences) plutôt que les ressources opérandes

  • Résumé

    Service-dominant logic is a mindset in marketing literature which embraces a process orientation rather than an output orientation. Moreover, S-D logic emphasizes the role of operant resources (e.g skills) rather than operand (tangible) resources, which importance is high as there are the source of competitive advantage. The most important contribution of this emerging school of thought is that customers shift from being passive to active, who always co-create value with firms and other stakeholders. Understanding therefore what leads to value co-creation is a major issue and also neglected. Furthermore, although this shift has important implications for all service activities, very little research has focused on service recovery context. What is more it is not yet known what contributes to value co-creation and what is the role of operant resources in a service recovery context, while prior studies have no examined under which circumstances value is co-created and what motivates customers to contribute their resources in the service recovery process. With the goal of addressing these issues, this study focuses on the underlying mechanism of how operant resources are utilized during service recovery and, in turn, under which conditions co-allocation of these resources generates co-created value. It argues that the consumers’ ability to integrate their resources to co-recover from a service failure motivates them to express higher value co-recovery in-role behavior and hence enjoy higher hedonic and utilitarian values. To test this claim, this dissertation investigates the impact of consumers’ ability to co-recover on value co-recovery in-role behavior by taking into account extrinsic and intrinsic motivation as mediators. It also explores the role of several moderating variables (role clarity, internal blame, trust in service provider’s resolution ability, and negative emotions) to gain a deeper understanding of the co-recovery process. The results reveal that only extrinsic motivation partially mediates the relationship between ability to co-recover and value co-recovery in-role behavior. Furthermore, outcomes demonstrate that value co-recovery in-role behavior increases utilitarian value but decreases hedonic value.